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The Role of
Software Integration
in Driving Successful
Post-Sale Customer Engagement
Dustin Hall
President | Firesnap, Inc...
 President & Co-Founder of Firesnap, Inc.
 Past SoCal BMA Board of Directors Member
 10+ Years Marketing Experience
 M...
1. Post-Sale Expectations
2. Marketers Gettin’ SaaSy
3. The Growing MarTech Landscape
4. Integration: Disparate Times/Desp...
Post-Sale Expectations
Customer Service.
Customer Obsessed.
Firesnap, Inc. @socalbma 
• Personalization / One-to-One Engagement
• Omni-Channel Engagement
• Frequent Engagement
• No Friction
• Listening & Resp...
Marketers Gettin’ SaaSy
Software as a Service.
Technology as a Must.
Firesnap, Inc. @socalbma 
Leadership’s Expectations are Changing, Too
Gartner CMO Spend Survey 2015-2016
Firesnap, Inc. @socalbma 
Firesnap, Inc. @socalbma 
Growing MarTech Landscape
Certainty of Growth.
Paradox of Choice.
Firesnap, Inc. @socalbma 
THE 2016 MARTECH LANDSCAPE
Firesnap, Inc. @socalbma 
THE 2016 MARTECH LANDSCAPE
Yep.
That’s 3,874 marketing solutions
offered by 3,500 companies
Firesnap, Inc. @socalbma 
THE 2016 MARTECH LANDSCAPE
161
marketing
automation
solutions
117
CRM
solutions
Firesnap, Inc. @socalbma 
Ugh…
Firesnap, Inc. @socalbma 
Software Integration
Disparate Times.
Desperate Measures.
Firesnap, Inc. @socalbma 
Companies with the strongest
omni-channel customer
engagement strategies retain
an average of 89% of their
customers, comp...
In the past three years, customer use of
other engagement channels has risen:
Web self-service — 18%
Online communities — ...
3 Common CRM & MA
Integration Architectures
Firesnap, Inc. @socalbma 
Direct API Integration
CRM
PLATFORM
AUTOMATION
PLATFORM
Bidirectional
Data Sync
Firesnap, Inc. @socalbma 
3RD Party Integrators
CRM
PLATFORM
AUTOMATION
PLATFORM
INTEGRATION
PLATFORM
Bidirectional
Data Sync
Bidirectional
Data Syn...
Native Integration (typically ideal)
CRM & Automation
PLATFORMS
Data Sync
Firesnap, Inc. @socalbma 
Successful Use Cases
Firesnap, Inc. @socalbma 
Customer
Relationship
Management
(CRM)
Marketing
Automation
The CEO
Firesnap, Inc. @socalbma 
Customer Onboarding & Initiation
Helping Customers Navigate the Post-Sale Process
Firesnap, Inc. @socalbma 
Onboarding & Initiation Workflow CRM Marketing Automation
Sales Rep marks
Prospect as a Customer
(trigger)
Account Manager...
Customer Research
Developing Processes for Consistent Feedback
Firesnap, Inc. @socalbma 
RESEARCH CRM Marketing Automation
Sales Rep marks
Prospect as a Customer
(trigger)
Customer receives email
with link to Wi...
Customer Up & Cross Selling
Maximizing Client Lifetime Value (LTV)
Firesnap, Inc. @socalbma 
Customer Social Engagement
Optimizing Engagement & Referral Channels
Firesnap, Inc. @socalbma 
Customer Value Scoring
Identifying & Nurturing Your Most Profitable Customers
Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA Integrations
Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA Integrations
Create a technology plan that
includes IT infrastructure.
Firesnap, Inc. @socalb...
Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA Integrations
Always start simple.
Maintain strict divisions of labor
with no overlapping workflows.
Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA ...
Reduce burden on 3rd party
software integration tools.
Firesnap, Inc. @socalbma 
Tips for Successful
CRM & MA Integrations
IS AN “MQL”?
Create a unified taxonomy across
marketing & sales teams.
WHAT IN THE HELL
Firesnap, Inc. @socalbma 
Tips fo...
The Future of MarTech
Firesnap, Inc. @socalbma 
• G2Crowd (g2crowd.com)
• TrustRadius (trustradius.com)
• SimilarTech (similartech.com)
• Software Advice (softwareadvice....
Questions?
Dustin Hall, President
@MrDustinHall
Linkedin.com/in/dustinjhall
/socalbma
/company/socalbma
/socalbma
/socalbm...
SoCalBMA.org 
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The Role of Software Integration in Driving Successful Post-Sale Customer Engagement

Part of The Leading Edge executive signature series, this presentation, “The Role of Software Integration in Driving Successful Post-Sale Customer Engagement” was delivered by Dustin Hall, President of Firesnap Inc., at SoCal BMA’s 3rd Annual Regional Conference, “Process to Profits: Customer-Centric Strategies for Accelerating Growth” — held November 17, 2016, in Irvine, CA.

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The Role of Software Integration in Driving Successful Post-Sale Customer Engagement

  1. 1. The Role of Software Integration in Driving Successful Post-Sale Customer Engagement Dustin Hall President | Firesnap, Inc. @MrDustinHall @socalbma 
  2. 2.  President & Co-Founder of Firesnap, Inc.  Past SoCal BMA Board of Directors Member  10+ Years Marketing Experience  Marketing Automation  Content Marketing  Search Engine Optimization (SEO)  Sales & Marketing Alignment  Dad, Husband, Drummer, Speaker, Hug Giver First, who is this guy? Firesnap, Inc. @socalbma 
  3. 3. 1. Post-Sale Expectations 2. Marketers Gettin’ SaaSy 3. The Growing MarTech Landscape 4. Integration: Disparate Times/Desperate Measures 5. Successful Post-Sale Use Cases 6. The Future of MarTech What We’re Covering Today Firesnap, Inc. @socalbma 
  4. 4. Post-Sale Expectations Customer Service. Customer Obsessed. Firesnap, Inc. @socalbma 
  5. 5. • Personalization / One-to-One Engagement • Omni-Channel Engagement • Frequent Engagement • No Friction • Listening & Response Firesnap, Inc. @socalbma 
  6. 6. Marketers Gettin’ SaaSy Software as a Service. Technology as a Must. Firesnap, Inc. @socalbma 
  7. 7. Leadership’s Expectations are Changing, Too Gartner CMO Spend Survey 2015-2016 Firesnap, Inc. @socalbma 
  8. 8. Firesnap, Inc. @socalbma 
  9. 9. Growing MarTech Landscape Certainty of Growth. Paradox of Choice. Firesnap, Inc. @socalbma 
  10. 10. THE 2016 MARTECH LANDSCAPE Firesnap, Inc. @socalbma 
  11. 11. THE 2016 MARTECH LANDSCAPE Yep. That’s 3,874 marketing solutions offered by 3,500 companies Firesnap, Inc. @socalbma 
  12. 12. THE 2016 MARTECH LANDSCAPE 161 marketing automation solutions 117 CRM solutions Firesnap, Inc. @socalbma 
  13. 13. Ugh… Firesnap, Inc. @socalbma 
  14. 14. Software Integration Disparate Times. Desperate Measures. Firesnap, Inc. @socalbma 
  15. 15. Companies with the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, compared with 33% for companies with weak omni-channel strategies. Aberdeen Group 2014 The Case for CRM & MA Integration Firesnap, Inc. @socalbma 
  16. 16. In the past three years, customer use of other engagement channels has risen: Web self-service — 18% Online communities — 39% Chat — 43% *Phone is still most preferred channel. Customer Experience Insight 2016 The Case for CRM & MA Integration Firesnap, Inc. @socalbma 
  17. 17. 3 Common CRM & MA Integration Architectures Firesnap, Inc. @socalbma 
  18. 18. Direct API Integration CRM PLATFORM AUTOMATION PLATFORM Bidirectional Data Sync Firesnap, Inc. @socalbma 
  19. 19. 3RD Party Integrators CRM PLATFORM AUTOMATION PLATFORM INTEGRATION PLATFORM Bidirectional Data Sync Bidirectional Data Sync Firesnap, Inc. @socalbma 
  20. 20. Native Integration (typically ideal) CRM & Automation PLATFORMS Data Sync Firesnap, Inc. @socalbma 
  21. 21. Successful Use Cases Firesnap, Inc. @socalbma 
  22. 22. Customer Relationship Management (CRM) Marketing Automation The CEO Firesnap, Inc. @socalbma 
  23. 23. Customer Onboarding & Initiation Helping Customers Navigate the Post-Sale Process Firesnap, Inc. @socalbma 
  24. 24. Onboarding & Initiation Workflow CRM Marketing Automation Sales Rep marks Prospect as a Customer (trigger) Account Manager receives notification w/ Customer details. Customer receives welcome email from Account Manager + access to customer portal. Customer receives step-by-step walkthrough emails + Advanced FAQ on the company. Onboarding is marked as complete in CRM. Sale Rep receives notification that onboarding is complete + note to check in with Customer. Instant Instant Daily InstantInstant Firesnap, Inc. @socalbma 
  25. 25. Customer Research Developing Processes for Consistent Feedback Firesnap, Inc. @socalbma 
  26. 26. RESEARCH CRM Marketing Automation Sales Rep marks Prospect as a Customer (trigger) Customer receives email with link to Win/Loss Analysis. Customer receives Quarterly Satisfaction surveys throughout entirety of engagement. All surveys redirect to dedicated LP URL to indicate completion, populating relevant fields. Survey completion notifications are sent to key Marketing personnel OR auto-pop key fields. New Opportunities or Issues are populated in CRM for Sales Rep follow up. Instant quarterly instant Instant Firesnap, Inc. @socalbma 
  27. 27. Customer Up & Cross Selling Maximizing Client Lifetime Value (LTV) Firesnap, Inc. @socalbma 
  28. 28. Customer Social Engagement Optimizing Engagement & Referral Channels Firesnap, Inc. @socalbma 
  29. 29. Customer Value Scoring Identifying & Nurturing Your Most Profitable Customers Firesnap, Inc. @socalbma 
  30. 30. Tips for Successful CRM & MA Integrations Firesnap, Inc. @socalbma 
  31. 31. Tips for Successful CRM & MA Integrations Create a technology plan that includes IT infrastructure. Firesnap, Inc. @socalbma 
  32. 32. Firesnap, Inc. @socalbma  Tips for Successful CRM & MA Integrations Always start simple.
  33. 33. Maintain strict divisions of labor with no overlapping workflows. Firesnap, Inc. @socalbma  Tips for Successful CRM & MA Integrations Firesnap, Inc. @socalbma 
  34. 34. Reduce burden on 3rd party software integration tools. Firesnap, Inc. @socalbma  Tips for Successful CRM & MA Integrations
  35. 35. IS AN “MQL”? Create a unified taxonomy across marketing & sales teams. WHAT IN THE HELL Firesnap, Inc. @socalbma  Tips for Successful CRM & MA Integrations
  36. 36. The Future of MarTech Firesnap, Inc. @socalbma 
  37. 37. • G2Crowd (g2crowd.com) • TrustRadius (trustradius.com) • SimilarTech (similartech.com) • Software Advice (softwareadvice.com) • Capterra (capterra.com) • GetApp (getapp.com) Reputable, peer-reviewed websites for further research. Real Software Insight Firesnap, Inc. @socalbma 
  38. 38. Questions? Dustin Hall, President @MrDustinHall Linkedin.com/in/dustinjhall /socalbma /company/socalbma /socalbma /socalbma The Role of Software Integration in Driving Successful Post-Sale Customer Engagement SoCalBMA.org 
  39. 39. SoCalBMA.org 

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  • bekahhughey

    Jul. 13, 2017

Part of The Leading Edge executive signature series, this presentation, “The Role of Software Integration in Driving Successful Post-Sale Customer Engagement” was delivered by Dustin Hall, President of Firesnap Inc., at SoCal BMA’s 3rd Annual Regional Conference, “Process to Profits: Customer-Centric Strategies for Accelerating Growth” — held November 17, 2016, in Irvine, CA.

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